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He is the unlikely poster boy for John Lewis and now an internationally in-demand model — but Johnny Harrington says his “hobo chic” appearance takes a great deal of effort.

The 32-year-old former carpenter, who sports a bushy beard and messy mane of hair, caused shock this week when he was unveiled as the new face of the store’s men’s clothing range.

But Harrington, whose look has been compared to a tramp’s, told the Standard that he follows a rigorous beauty regime to keep his facial hair in tip-top condition.

Speaking from Los Angeles, where he has been shooting a Levi’s campaign, he said: “I think I have a bit of a thrown-together East End style. I’ve heard it described as hobo-chic, which I’m really into. I absolutely love my beard and I try to take good care of it, wash it, condition it and always brush before bedtime. And I try to watch out when eating soup in public.”

Harrington, who was born in London and worked as a kitchen fitter, added: “I’m absolutely comfortable with myself. I enjoy being unique, I think everyone should try to be a little different. Of course, growing up with red hair can be a bit tough for any kid but my parents always taught me to be proud of being different and I wouldn’t change it for anything, And the female attention is nice!”

He was spotted by a model agency after breaking his hand in an accident meant he could no longer work as a labourer and was propelled to fame after being chosen for John Lewis’s spring collection.

The online pictures have since gone viral and he is now being feted for his “urban woodsman” image in New York, LA, Paris and Australia.

Harrington, who has had a beard “on and off” since he was 17, added: “My phone has been ringing off the hook since this whole thing happened. I was in my hotel room and a little bit befuddled by the millions of emails. But it’s great fun and I’ve had loads of nice work offers, which is fantastic.”